Ch. 15- Marketing Communications

It is now apparent that Proactiv mainly promotes its products through infomercials from previous posts. Proactiv also uses other channels like billboard and magazine ads to promote sales. All these are means of mass communication directed towards large audiences at a time. The sellers of the solution do not generally use interpersonal communication with customers (with the exception of the online sales persons available on their website ready to help customers directly) and so because of this they take their adverts the extra mile just to put across certain messages they want their customers to receive. Their infomercials last from 30mins up to 1hour at a time and during that time, they bombard the masses with things like celebrity endorsers, satisfied customer testimonials, sales promotions, directions on how to use the products etc. This gives them a comparative advantage over other acne treatment brands and manages to shut down any "noise" that will likely distract the customers and ultimately cause them to seek other brands.

Proactiv also use emails to reach out to their customers/users. Buyers get deals sent directly to their emails when they subscribe to receive products/services. It makes it easier for customers to access or know about deals/promotions and since we live in a technological age, it has become easier for companies to reach out to their customers no matter where they are located. However they are not quite as vibrant on social media (e.g. facebook, twitter, instagram etc.) as they can be. Social Media has become a giant channel for the marketing of goods and services and it should be utilized to the fullest. It allows companies access to their target market and opens doors to more exposure.